THE EFFECT OF MARKETING MIX STRATEGY ON CUSTOMER SATISFACTION CV. NAVASOLUSINDO

Abstract

This study aims to determine whether there is an influence of each concept of product, price, location and promotion variables on customer satisfaction of CV. Navasolusindo, both simultaneously and partially. The research method applied uses a quantitative method with a descriptive approach involving 349 respondents. Data were collected through questionnaires, and data analysis was carried out using multiple linear regression with the F test to test the simultaneous effect and the t test to test the partial effect. The results of the study showed that each variable has a positive and significant effect on customer satisfaction partially. Simultaneously, each variable also has a significant effect on customer satisfaction. This finding indicates that each variable has a role in customer satisfaction of CV. Navasolusindo